-- In 1986, THE TRANSFORMERS: THE MOVIE rolled into theaters and proved that animated films can pull an emotional punch that can last across decades.
To celebrate the film’s 40th anniversary and make it up to the fans, Hasbro is leaning into that shared experience with its playful, year-long “Apology Tour,” bringing fans together to grieve, heal, and reminisce together. Through commemorative products, creative collaborations and immersive fan experiences, Hasbro aims to help fans relive cherished memories and celebrate four decades of Transformers storytelling.
Honoring a Classic with 40th Anniversary Products
Many of the characters from THE TRANSFORMERS: THE MOVIE have become enduring symbols of the Transformers legacy, inspiring generations of fans around the world. To mark the film’s 40th anniversary, Hasbro has created a special collection of commemorative products that celebrate these beloved characters and the unforgettable moments they represent.
The collection includes a range of products from the Studio Series - 86 Movie 40th Anniversary Edition, including Hot Rod, Starscream, Prowl and the Insecticons Multipack. The return of these iconic characters from the 1986 movie will invite fans to relive its unforgettable, action-packed story.
In addition to the new product lineup, Hasbro China has organized a range of anniversary activities designed to deliver special surprises for fans and celebrate the lasting cultural impact of the Transformers franchise.
Leadership Reborn: Design Co-Creation Program Rekindles the Spark of Transformers Culture in the East
One of the most memorable moments in THE TRANSFORMERS: THE MOVIE was the death of Optimus Prime, a scene that has remained deeply emotional for fans over the past four decades. To commemorate the film’s anniversary, Hasbro China launched the “Spark Legacy, Leadership Reborn” Transformers Design Co-Creation Program, inviting creators to imagine a new chapter for the legendary Autobot leader.
The Design Co-Creation Program brings together a select group of emerging designers, with participants organized into Professional and Student groups. Drawing inspiration from two themes deeply rooted in Eastern culture - Shan Hai Jing (The Classic of Mountains and Seas) and Xing Xiu Bian (Celestial Transformations) - participants are invited to reimagine Optimus Prime’s iconic form through original character designs. By combining the mythical creatures and ancient legends of Shan Hai Jing with the Twenty-Eight Lunar Mansions, a celestial system rich in philosophical symbolism and cosmic imagination, the program creates a striking fusion between Eastern cultural heritage and the technological aesthetics and mechanical design language of the Transformers franchise. The resulting works not only present bold new interpretations of Optimus Prime, but also offer Transformers fans and design enthusiasts a visually compelling celebration of creativity, culture, and innovation.
The program also brings together a panel of industry experts and experienced professionals to provide professional guidance and evaluation for the designs. The lineup includes Sun Shiqian, widely recognized as the "Godfather of Chinese Mecha Design"; Wan Da De Museum, a prominent content creator; Kenneth Kwok, Product Designer, Product Development, Hasbro Asia; Wallace Yeung, Engineering Manager, Product Development, Hasbro Asia; Jim Li, Brand Manager, Marketing, Hasbro China; Da Sheng, Head of Toys & IP at JD.com; and Fernando Gao, Co-Founder and CEO of Zhongtian Xincheng. Transformers fans will also have the opportunity to participate in public voting, helping select their favorite designs and witnessing the creation of a new Eastern-inspired interpretation of Optimus Prime.
“Created in celebration of the 40th anniversary of THE TRANSFORMERS: THE MOVIE, this program is both a tribute to the film and an exploration of what comes next,” said Jenny Chen, Head of Marketing, Great China, at Hasbro,. “We hope to bring together creators and fans to inspire new ideas and ensure the Transformers spirit continues to evolve for future generations.”
Bringing Generations of Fans Together at Bilibili World 2026
To further enrich the 40th anniversary celebration, Hasbro China participated in Bilibili World 2026 from July 10-12 in Shanghai, presenting an immersive Cybertron-themed fan festival inspired by THE TRANSFORMERS: THE MOVIE.
Drawing inspiration from the film, the exhibition recreated iconic settings including Autobot City, transporting visitors into the world of Cybertron and instantly rekindling memories of the classic movie. A replica of the “Matrix of Leadership” allowed fans to experience one of the film’s most memorable moments firsthand, while a special lion dance performance blending traditional Chinese culture with Cybertronian aesthetics brought a unique East-meets-West energy to the event. Live band performances featuring music inspired by the film and the “Cybertron Leaders Meet & Greet” further enhanced the experience, offering fans opportunities to celebrate the franchise through immersive entertainment and close interactions with their favorite characters.
Alongside the fan experiences, a wide range of Transformers products attracted strong interest from visitors. Exclusive items for Bilibili World 2026, such as the Studio Series - 86 Movie Combiner Devastator Set and the Age of the Primes series - Aerialbots Combiner Superion Set, gained tremendous popularity, while limited-edition badge giveaways and other perks further fueled fans’ purchasing enthusiasm. Additionally, together with JD.com, Hasbro officially opened pre-orders for the “Studio Series Generation 1 Seeker Storm Pack,” sparking strong collector interest among enthusiasts.
The Transformers Design Co-Creation Program also made its public debut at Bilibili World, presenting its orginal works together for the first time. The exhibition is expected to travel to additional locations, allowing more fans to experience these designs and witness the continued evolution of Transformers culture through Eastern-inspired creativity.
According to Jenny Chen, Bilibili World provides an important platform for connecting with younger audiences and introducing the Transformers brand to a new generation of fans. In addition to its presence at Bilibili World, Transformers also participated in the 28th Shanghai International Film Festival, where the Dolby Vision edition of THE TRANSFORMERS: THE MOVIE received its global premiere at Shanghai Film Art Center. Together, these initiatives not only commemorate the film’s 40th anniversary, but also reflect Hasbro’s ongoing efforts to explore deeper collaborations between global entertainment IPs and local cultural and creative industries. Through these initiatives, Hasbro aims to deliver meaningful experiences for fans while contributing to the development of local culture, tourism, and entertainment.
For forty years, the Transformers franchise has continued to evolve through creativity, innovation, and cultural storytelling. By embracing the exchange of ideas between East and West and continuously enhancing fan experiences, the brand has expanded beyond its origins to become a dynamic global franchise with enduring appeal. Just as THE TRANSFORMERS: THE MOVIE celebrated the passing of the Matrix of Leadership and the rise of a new generation of heroes, the Transformers franchise will continue to inspire new creators, new stories, and new possibilities in the years ahead. As the spark of creativity and imagination continues to be passed forward, the legacy of the Transformers brand will live on, and fans can look forward to even more exciting experiences as the 40th anniversary celebration continues.
Contact Info:
Name: Sue Zhong
Email: Send Email
Organization: HASBRO TRADING (CHINA) CO., LTD
Website: http://www.hasbro.cn
Release ID: 89198484
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